The Challenge:

Clockwork Home Services operates three nationwide home service franchise systems — Mister Sparky Electrical, Benjamin Franklin Plumbing, and One Hour Heating and Air Conditioning — and plans to add additional franchise systems to its roster. Clockwork needed a modular campaign that gives the organization the flexibility to market its brands in the aggregate, or singularly. The big challenge: The brands market a spectrum of grudge purchases. Where do they intersect?

The Opportunity:

Typically, people call home service companies on an infrequent, emergency basis. By expanding the definition of a service occasion, we could increase the frequency of transactions between the three Clockwork brands and consumers.

The Idea With Utility:

A major disruption in how a home operates (overflowing toilet, no AC) causes customers to feel out of control.  All they want is help getting back to normal.  The Clockwork brands more than deliver that help — a perfect point of intersection between the brands. But couldn’t we also show consumers that the brands can help with day-to-day things that they would have trouble doing on their own? The +Help campaign proves how helpful Mister Sparky, Ben Franklin and One Hour AC are, both in times of emergency and on any given Tuesday, Wednesday or Thursday.